- Avinah Chandra

- Ajay Patil
Ambush Means surprise attack or attack from hidden position
It occurs when one brand pays to become an official sponsor of an
event and other competing brands attempt to connect itself with the
same event, without paying direct sponsorship fees.
Ambush marketing can be defined
as an attempt by a company to cash in
on the goodwill or popularity of a
particular event by creating an
association between itself and the
event, without permission from the
relevant organization and without
paying the fees to become an official
sponsor.
EVENT

pay sponsorship fee

BRAND A
(Sponsor)
associate themselves
w/o paying
BRAND B
(Non-Sponsor/
Ambusher)
Direct Ambush Marketing

It takes place in the situation, when non-sponsor
gives an impression of being an official sponsor by
using words, players and logo associated with the
events.but can be defended by laws.

Indirect Ambush Marketing

There are several ways in which Indirect
ambush marketing takes place; for example, by
sponsoring the broadcast of an event or by
sponsoring the subcategories of a major event.
Pourage Agreement
The sale of products at event is a useful and high profile
way for certain type of potential sponsors (soft drink and fast
food suppliers) to raise their profile in association with a sport
and also to sell their products.

Corporate Hospitality and Ticketing
This method consists of buying of tickets for event and
offering hospitality and touring packages, which are not being
sanctioned by the right owners.

Engage in Major Non-sponsorship Promotions to
Coincide with the event
For example, organize contests to send consumers
to the event, place hoardings or booths at strategic locations
during the event etc.
Sponsor the Broadcast of Event
The ambusher sponsors the broadcast of the event. The
benefits of this approach are obvious when one considers that
the media audience for most events is much larger than the
onsite audience

Sponsor Subcategories within the Major Event
This is a very widespread and cost-effective method of
association with an event of major public interest. Essentially, the
ambusher sponsor some lesser element attached to overall
event and exploits this association through major promotional
effort

Purchasing Advertisement time during the broadcast
replay
A company wishing to deny a competitor the full
benefits of their event or broadcast sponsorship can engage in
ambush marketing by buying advertising time in the slots of
around repeat telecast of event.

In 1984, Fuji Film won the sponsorship
rights for the Los Angeles Olympic
Games. Kodak responsed to it by
ambushing Fuji by sponsored the TV
broadcast of the games as the USA track
teams sponsor.

Fuji took revenge on Kodak, which won
the sponsorship rights for the 1988
games.
Official Sponsors:
Hero Honda, Pepsi, LG Electronics,
South African Airlines

Other Sponsors:
TVS Victor, Coca Cola, Samsung, Sahara

Britannia Khao, World Cup Jao

2002 World Cup Adidas (Main Sponsor)
Nike sponsored top teams like Brazil & in
the same year sponsored the US hockey
team at the 2002 Winter Olympics.

This resulted in brilliant exposure for Nike
despite not paying the Olympic Organizing
Committee a penny!!!

1994 Winter Olympics, American Express
cards launched a campaign stating, If you
are traveling to Norway this winter you will
need a passport but-you do not need a Visa.


Around 66% of the respondents of a
consumer poll identified American Express
as the official sponsor instead of Visa.

Cost Effective
With the increasing cost of Sponsorship , It
provides a Cheap & Effective way of reaching to
the Consumer.

Competitive Edge
Gives a competitive advantage my using
innovative & interesting ways of reaching to the
Consumer.

Consumer Attention
Grabs instant consumer attention. Be it
ethical or unethical , it hardly makes any
difference to them.